introducing - Airush 2014 - 15 years of kiteboarding
This year marks Airush's 15th anniversary in the sport, and I'm proud to have been part of the vast majority of it. Few who know the sport will have failed to notice the huge strides that airush have taken in the last 4 years. Testament to the drive, talent and teamwork that the current team continue to build, 2014 is by far the most impressive year to date. In a time of recession they are charging,.. Innovation, design, research, competition, media and aesthetics, the brand has never looked so strong..
Here's a well written intro below from Clinton Fillen, the chief of Airush giving a good insight as to why the brand is how it is. I'd hate to go to work in the morning knowing the only goal is the bank balance at the end of the day. In that the entire team shares a similar goal, that of pushing the sport: it's capabilities and enjoyment factor.
As we celebrate 15 years of Airush, I find myself spending a lot of time contemplating what it is that we love to do, and defining the essence of the brand.
In the relentless process of creating innovation and art, design forms the nucleus of Airush. We simply get out of bed every morning to create incredible products, no compromises.
There is sometimes a misconception that products from international brands are mass-produced by people with no passion, or by machines that spit out product after product. At Airush nothing could be further from the truth. Our focus is to make sure that every single product has been crafted with the same passion and care as you would find in our custom workshop, with the opportunity to refine every minute detail in the assembly process.
Ultimately the fun part is riding what you have crafted, the revelation of understanding how all the changes have worked together, to move the product to another level. At Airush the team riders are an integral part of the team, working closely with the designers and testers. This commitment reflects on their results and ensures that every product has been put through its paces on its way to you, the rider.
15 years ago our first technically advanced control bars and accessories were being assembled in Maui, with the same passion, care and commitment we put into all our products today. To all of those who have contributed to creating a great brand, a world of thanks to: Svein Rasmussen, Keith Baxter, Karen Baxter, Jim Drake, Collin McCulloch, Caroline McCulloch, Ben Severne, Mike Birt, Jeff Howard, Joe Dumrongvivat , Trent Pedersen, Benoit Menetrier, Ian Grose, Dave Stubbs, Pracha Naing Win, Ananya Angkasing, Ian Fox, Peter Engelbrecht, Dave Tyburski, and every single friend, family member and kiteboarder who has been there to support us and share this journey.
Two of the most controdictive questions at international brand meetings are "how do we make the company more profitable", and "how do we make push the kit's development curve further". I'm proud to say that the true reason behind the drive and success of Airush is the latter. 2014 is the proof in my eyes...
In the coming posts I'll take you through the new seasons kit, all the most relevant updates, redesigns, major performance leaps and, as the thread grows over the coming year, add and comment and answer questions on all your feedback to the new product. Welcome to a new year!